For example, proof hiding disease is a major one. That’s when you hide your best case studies, the 1,000 customers you’ve helped, and the major news media stories about you on an interior page where nobody finds it.
Take all that proof and lead with it. Make a strong unique promise and follow it up with the best proof you have.
Another major issue is not being clear on your prospect. Instead of bullseye targeting the customer you’re going after, you try to reach “everyone.” And it’s impossible to write to everyone. You end up reaching almost no one.
The solution is to come up with your perfect customer profile and write to that specific person, their problems, and their desires.
While reviewing websites this week I stumbled upon another common problem. I’ve seen it many times before, and from now I’m going to call it FOS.
FOS stands for “Fear of Scrolling.”
The case I saw this week was obvious. All the pages were short and nothing went below the fold. It was difficult to find what you were looking for because they made it take so many clicks. And this was all done to avoid any scrolling.
Some people feel if you have a high quality product or service, you don’t need that much information.
It all depends on what you’re selling…and how well the customer ALREADY understands your benefits and advantages.
If they’ve already made up their mind to buy from you, they may just need a click here to order. In fact, I’ve participated in webinars where they sent you directly to the order form after the webinar. The order form repeated the primary benefit and the guarantee, but everything else was shared on the webinar itself.
If you sell an iPhone which people ALREADY saw advertised on TV, played with their friend’s phone for 20 minutes, and read ten 4 page reviews in magazines, you just need an “available” link.
But what about when you’re not the cheapest price…and you have to persuade the customer you have persuade the customer the quality is worth it? That may take a few pages to share.
Or what if you’re releasing a product they’ve never heard of before? You have to not only show them the benefits, but share with them why your business is a trustworthy source to purchase from.
You could solve this by adding short page after short page you click through, but in direct tests I’ve found you often want to keep additional clicks to a minimum. And if you share useful, entertaining information that your prospects are truly interested in, they are willing to scroll to read more.
You can add images, charts, designs, etc. to make it easier to read, but give them the full story they need to purchase.
And that all depends on what you’re selling.
For example, have you ever looked at the length of an Amazon sales page for the Kindle or the Kindle Fire. Check it out the next time you’re on Amazon. For the Kindle Fire, you scroll through…
– Their quick tool and main benefits above the fold (before you scroll)
– What People are Saying (major reviews)
– All the Features (each individually highlighted with a representative photo and a full paragraph of information)
– Technical details of the product, warranty, and display
– Comparison Chart of Kindle Options
– Amazon Silk Browser Benefits (all individual with a paragraph or more for each)
– Then the Customer Reviews
Why would this page be so much longer than their average page? Could it be they have more information they need to share and explain this product? Definitely.
The length of your page is all based on what you’re offering and how close to a buying decision the customer already is. Don’t cut it short just because you have a fear of scrolling. And don’t unnaturally divide it up to keep from saying too much on one page.
Give a customer the information they need. And make the sale.
That’s why the website is there. If you had a one-on-one salesperson, you wouldn’t tell them they could only speak 50 words and then shut up. They need to be able to answer any questions a customer might have. And the conversation needs to naturally flow to solutions for that customer’s problems.
You wouldn’t handicap your salesperson. Why handicap your strongest salesperson…your website?
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